Mihyun Kang

Biography

Dr. Kang is a scholar and teacher of Advertising. She earned her Ph.D. in Advertising from The University of Texas at Austin. Her research interests span the areas of consumer psychology, new/emerging media, and creative strategies in advertising/marketing.

Research Interests

• Consumer Psychology
• New/Emerging Media
• Creative Strategies in Advertising/Marketing

Of Note

Dr. Kang and other colleagues have published articles in European Journal of Marketing, Social Behavior and Personality, Journal of Virtual Worlds Research, Social Science Review, The Journal of Advertising and Promotion Research, among others.

Teaching Interests

• Fundamental of Advertising
• Media Planning
• Consumer Psychology

Publications

“Future Developments in IMC: Why E-mail with Video Trumps Text-only E-mails for Brand,” European Journal of Marketing, 2017, 51(3), 627-645.

“To Click or Not to Click? Investigating Antecedents of Advertisement Clicking on Facebook,” Social Behavior & Personality, 2016, 44(4), 657-668.

“Effects of Cosmetic Surgery Advertising: Advertising Strategies of an Emerging Market in Korea,” The Journal of Advertising and Promotion Research, 2014, 3(1), 5-42.

The Effects of Typeface on Advertising and Brand Evaluations: The Role of Semantic Congruence,” The Journal of Advertising and Promotion Research, 2013, 2(2), 25-52.